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Brand Positioning and Key Messages: Findings Presentation

Brand Positioning and Key Messages: Findings Presentation. March 9, 2008. Prepared for:. Agenda. Introductions Timeline Branding Overview Non-Profit Brand Audit Discovery Results Recommendations Open Discussion Next Steps. Just do it. In a word …. competence. embracing.

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Brand Positioning and Key Messages: Findings Presentation

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  1. Brand Positioning and Key Messages:Findings Presentation March 9, 2008 Prepared for:

  2. Agenda • Introductions • Timeline • Branding Overview • Non-Profit Brand Audit • Discovery Results • Recommendations • Open Discussion • Next Steps

  3. Just do it. In a word… competence embracing transforming Love Change highly-committed Passionate caring concerned Strategic hard-working high-energy growing Vibrant Intensive Emerging

  4. Brand Personality • Based on discovery interview findings and brand statement, Taproot created 4 brand personality options from which to choose • A brand personality serves as the tone and manner for communicating your message to all stakeholders

  5. Fireman • Personality • Specialized services • Intensive • Longer-term work • Why they care • Not like “beat cop” who deals with day-to-day problems • Approaches a problem strategically • Intensively evaluates a problem • Develops and executes plan

  6. Nurturing Mother Personality • Loving • Cares about you and wants to see you succeed • Makes you feel good about your involvement • Organizing behind the scenes • Resourceful • Congenial • Wants everyone’s experience to make them feel special Why she cares • Her job is to make sure everyone has a good, positive experience • She believes in the mission of TBC • She likes her neighbors, and cares about their experiences • She doesn’t want people to leave

  7. Good Samaritan Personality • Creative yet sensible • Plans, designs, knows where to place things Why he cares • Wants the area around them to beautiful with solid foundations • Wants to make environment work efficiently so residents know where to go and how to get there

  8. Optional: The Bull 8 Personality • Firebrand preacher • Activist • Opinionated and judgmental • Not afraid to offend people; doesn’t sugar-coat • Passionate • Evangelical • Won’t let you escape until you hear his point • Takes a stand for what he believes in Why he cares • Go-getter • Deeply cares about the neighborhood • Wants to see it succeed • He doesn’t take “no” for an answer

  9. Personality Implications

  10. Key Message Targets • Key Messages • Internal Usage • External Usage • Donors

  11. Next Steps

  12. Appendix: Program Offering Grid Multi Offerings Global Focus Local Focus Single Offerings

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